An Analysis on Similarity of Product Images

DS 66-2: Proceedings of the 1st International Conference on Design Creativity (ICDC 2010)

Year: 2010
Editor: Taura, T and Nagai, Y
Author: Wang, Hung-Hsiang; Chan, Jung-Hsuan
Section: Short Presentation B


Metaphor is based on the similarity of two things. It’s the center of creative thinking. The purpose of this study is to understand humans’ perception about similarity. This study uses Tversky's contrast model to discuss the similarity of product images with three issues: the importance of common features for similarity and dissimilarity; the asymmetry of similarity; the degree of similarity of two images in different context. Through three experimental investigations with chair and product images as material, different assumptions were tested respectively. The results show: (1) common features are more important while choosing similar source; (2) more salient images are regarded as a referent and comparison of similarity is asymmetry; (3) salience of features might be changed in different context. The results can be applied to metaphorical products and creative thinking to perceive common and salient features between different domains, and make a innovative connection.

Keywords: similarity, contrast model, product design, metaphor


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